Responsive Design in Display Advertising

“Responsive” has become an everyday word in the web design lexicon. It means a web page will scale and shift to look good on any size display. Once thought of as a gimmick, responsive design is now not only required by Google, but responsive sites will receive rankings boosts over their dated competition.

Banner ads are starting to shift in the direction of responsive design as well. The consumer will be served an ad based on the device size being used. Designers have to ask themselves two questions: is the ad design best suited for the ad size, and is the information on the design as legible as possible? If the ad was designed by Quantifi Digital, the answer to both questions is a resounding “yes.”

We recently shifted our design philosophy to stay on the cutting edge of advertising design. Larger banner ads (300×600 and 970×250) contain the most information because there is the most real estate available for design. The smallest banner ads (160×600 and 320×50) contain the least amount of information because there is the least space. These changes in philosophy will create the most user-friendly experience possible and encourage the most interaction (and sales) possible.

What does the future hold? HTML5 Advertising as a standard is coming, and it will bring truly responsive advertising with the opportunity to submit one ad that will look perfect for all consumers. The age of 320×50 billboards is coming to an end. Clean, responsive advertising is here to stay.